Firemní styl / Corporate Identity
Corporate Identity in the Czech Republic
1990 - 2007
About project
Dates and venues of the exhibition
15.05. – 30.06. 2008 Czech Center New York, 1109 Madison Avenue,
New York
18.01. – 13.02. 2008 Tschechisches Zentrum, Herrengasse 17, Wien
18. 9. - 28. 10. 2007 Design Centre of the Czech Republic , Jungmannova 30, Praha 1
18. 9. - 28. 10. 2007 Design Centre of the Czech Republic , Radnická 2, Brno
About project
We live in a modern world of unlimited options. Massive
development of digital technologies changed the consumers’
behaviour and their views on what can satisfy best their
everyday needs. Corporate Identity Design and progressive
marketing methods became efficient means of effective company
presentation. They also became the main tool for successful
communication of goods producers and service providers with their
customers. The effort to attract customers has become one of the
conditions of the successful existence of businesses, cultural and
social institutions, and Corporate Identity Design has become an
integral part of their marketing and communication strategies.
The intention of the CI.CZ 1990–2007 project is to familiarize the
public with specific selection of the best that has originated in
this area in the Czech republic. This selection might be perceived
as subjective and of course doesn’t reflect complete list of all
the projects, that have been created since 1989. We have tried to
include primarily those projects, that have become significant and
earned exemplary positions for various reasons. Being first, having
innovative graphic or communication solution, or having complex
impact on the development of the Czech visual environment.
These are not just the projects on the corporate identities of large
companies, banks and financial institutions, but also projects of
unified visual style of smaller companies, non-profit organizations,
cultural and social institutions, and Czech towns and regions.
Projects presented on this exhibition were collected regarding to
their influence on Corporate Identity Design branch. The first are the
projects, that are presented in full extent – from draft of the logo,
across the basic applications, to the various spectrum of usage,
for example the gift items. We also concisely present the projects,
that we consider interesting and unique on the Czech scene and
inspirative for the further development of this branch. These two
approaches became the key for selecting the exhibits and spatial
arrangement of the display. Another part of the exhibition are the
collections of historical reflection of Corporate Identity Design in
the Czech Republic and brief characteristic of methodology of this
branch. These two complementary parts are the extracts from the
book CI.CZ 1990–2007, that is being prepared and will be released
by the end of the year 2007. The exhibition is also enriched by many
exhibits, that are due to their unavailability, interesting example of
the process and products in the field of this human activity.
The work of graphic designers, design managers, and other
professionals, who primarily collaborate on creating Corporate
Identity Design, is very closely linked to the art of creative and
conceptual thinking, communicating and arranging all the elements
into one intelligible unit. A high-quality result is almost always
subject to team cooperation, where the activities of one team
member are not superior to other activities, but are always in
mutual harmony with all other activities. Creativity in this symbiosis
connects with methodology to form accurate and coordinated unity.
Over the last seventeen years, since the 1990, has this branch
increased the quality of work, methodological preparation and
results, not only in local but also in regional – Central European
context.
Attractive visual style and quality design of the goods and services
dramatically influences the perception of the quality and price.
The brand (logo) is the symbol, that allows to notice these values
visually and to identify them with relevant subjects. By presenting
the project CI.CZ 1990–2007 we want to introduce to the public
this theme, that is becoming more and more popular, yet still not
enough professionally communicated. We want to contribute to
Czech Corporate Identity Design obtaining a significant position
and universally perceived credit, which it generally has in all
economically developed countries.
We want to thank the general partner of the exhibition, the partners,
the media partners, the authors of the displayed works and all the
contributors, who participated on the realization of this project.
Without their help, it would not be possible to realize such an
ambitious project.
Thank you!
Michal Richtr & Alan Záruba